Many consumers are shopping prior to Black Friday, with Brand Keys reporting that 25% of all holiday sales occur prior to the day after Thanksgiving. Marketers must find advertising and promotion opportunities long before Black Friday kicks in, writes Robert Passikoff, as consumer buying patterns now reflect earlier discounts.
Burger King's new Whopper Shopper site is a Black Friday promotion that features the banners of other brands to fund the cost of consumer's Whopper sandwiches. Through the pay-per-click campaign, every time a consumer clicks on an ad and purchases something, the brand pays Burger King and that money is used to fund sandwich vouchers.
ShopStyle is bringing card-style ads to YouTube, turning video into shoppable media. The new ad units are designed to increase click-thru rates and provide a more seamless experience for the site user, according to ShopStyle.
Burberry's holiday campaign features celebrity influencers, including rapper MIA, Kristin Scott Thomas and Matt Smith. The digital #BurberryChristmas campaign is directed by Juno Calypso and is set to "Carol of Bells."
The YMCA rolled out a campaign designed to highlight diversity by ZIP code by using a series of these codes that are just one digit apart to show how small changes make big differences. The film was directed by Spencer Creigh for Droga5 and highlights everything from rural, poorer areas to larger, more affluent neighborhoods.
For the second year in a row, Saks Fifth Avenue is implementing a gift guide chatbot via Facebook Messenger to help customers find the right gift for each person on their list. The chatbot asks strategic questions and considers the customer's purchase history to come up gift ideas.
The Federal Trade Commission publicly stated its opposition to requiring companies to get site users' permission before targeting ads toward them based on search history. The agency supports a balanced approach to online privacy that weighs both ad competition and data misuse, the FTC report stated.
The Federal Communications Commission voted Thursday to let cable companies contact subscribers with verified email addresses about service changes and rate increases electronically rather than on paper. Democratic member Jessica Rosenworcel dissented in part, saying emails about rate increases could be mistaken for spam.
Comcast X1 subscribers will now have access to Tubi TV, a free service for movie streaming that is new to cable but has a devoted fan base among streaming viewers. Comcast also is adding two independent channels aimed at viewers of color, Cleo TV and Afro, to its regular cable product.
Syfy is branching into late night with its order of "Alien News Desk," an animated series from Lorne Michaels and other "Saturday Night Live" alums. The series will star Heidi Gardner and Will Forte as alien news anchors puzzled by human current affairs.
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